Research On Retail Business Transformation In Bank Of Changsha

At present,with the completion of interest rate marketization,the rapid development of Internet finance,the opening of access conditions for foreign banks and the gradual tightening of deposit and loan interest margin,commercial banks are unable to continue to rely on the traditional business model for profit,so promoting the transformation of retail business has become an important strategy for the development of commercial banks in the new era.The retail business of commercial banks has a huge customer base,which can connect almost all banking businesses,and provide products and services to meet the personalized and diversified needs of customers and optimize the allocation of financial resources with the help of financial technology and gradually improved service system.Therefore,the study of retail business transformation of commercial banks is of great significance to the realization of sustainable development of commercial banks.Based on this,this paper selects Bank of Changsha as the research case,analyzes the general situation of retail business transformation of Bank of Changsha,and summarizes the ideas of retail business transformation.The case study expounds the process of transformation of Changsha bank's retail business from the aspects of transformation motivation and transformation measures.By comparing the changes of business structure,profit composition,business scale and asset quality before and after the transformation of retail business,it makes a specific evaluation of its retail business transformation effect,so as to analyze the problems existing in the transformation of Changsha bank's retail business and analyze the reasons.Based on the above research,the following conclusions can be drawn: first,the transformation idea of Changsha bank's retail business is mainly to drive the digital transformation of retail business along the financial technology,build a product framework and make a large business scale,develop a new blue ocean of retail business through dislocation competition,expand the retail customer base and promote the transformation of customer first;second,in the transformation process,the retail business contributes to the profits of Changsha bank with the continuous improvement of contribution rate,expansion of retail core business scale and optimization of retail business structure,problems such as low refinement of retail customer management,serious homogenization of products and weak competitiveness are also emerging.Thirdly,Changsha bank finally shows the transformation of increasing profitability,improving asset quality and enhancing operation management ability In the process of implementing retail business transformation,city commercial banks should combine their own advantages to implement transformation strategy,at the same time,they should clear transformation ideas and step by step,adhere to the concept of customer first,and take the enlightenment of transformation driven by science and technology finance.According to the conclusion,this paper summarizes the following suggestions from four aspects of transformation strategy,product system,financial technology and employee selection system: first,to clarify the transformation strategy and promote the need to seize the opportunity;second,to focus on customers while enriching the product system;third,to invest in financial technology research and development to deepen the intensity of technology integration;fourth,to focus on staff training and improvement employee selection mechanism.